Creative Appeals in Firm-Generated Content and Product Performance

• 成果类型: Article
• 署名作者: Mu, Jifeng; Zhang, Jonathan; Borah, Abhishek; Qi, Jiayin
• 署名单位: Alabama A&M University; Colorado State University System; Colorado State University Fort Collins; INSEAD Business School; Shanghai University of International Business & Economics; Shanghai University of International Business & Economics
• 刊物名称: INFORMATION SYSTEMS RESEARCH
• ISSN/ISSBN: 1047-7047
• DOI: 10.1287/isre.2021.1051
• 发表日期: 2022
• 页码: 18-42
• 关键词: hedonic consumption; speech acts; INFORMATION; IMPACT; regression; Sentiment; cognition; mood; CONSEQUENCES; investments

摘要

The authors of this research investigate the effects of hedonic and utilitarian message appeals in firm-generated content on product performance measured by daily sales. The results from a multiproduct category, large-scale empirical study with data collected from a variety of sources show that hedonic appeals have a higher positive impact than utilitarian appeals on product performance. The authors also illustrate that message appeals have positive effects on product performance only when message quality and message goal consistency surpass a certain threshold and that these positive effects are stronger for hedonic than for utilitarian appeals. The authors further demonstrate that message complexity negatively moderates the effects of hedonic and utilitarian appeals on product performance with a stronger negative moderating effect for hedonic appeals. The research provides guidance on the proper combination of message styles and suggests that firms' creative capabilities to curate online messages that resonate with consumers can produce significant performance advantages.